Persol

Giuseppe Ratti, owner of the Berry optical shop, began designing sunglasses for pilots and aviators in 1917, in Turin. However, he did not found the Persol brand until the mid-30s. Forty years later, in 1957, the label became renowned with the 649 design, designed for Turin's tramway drivers. The idea? Wide sunglasses to protect them against air and dust. The 649 was imitated many times and copies flourished on the market. Four years later, Marcello Mastroianni wore them in the movie Divorce Italian Style, establishing the transalpine label’s reputation. However, the brand continued with what made its original success: technological innovation. In the 80s, they performed altitude and desert tests of their glasses to keep their market leader position. In the 90s, the strategy was more frivolous. The brand mainly focused on design and hired Ornella Mutti and Carol Alt as ambassadors. The Luxottica group, world leader in eyewear, noticed the potential of the Turin label, and bought the company in 1995.

For a hundred years, the Italian sunglass brand Persol has been successfully combining technological innovation and aesthetics. Initially targeting pilots and aviators, the Italian label’s sunglasses gradually seduced a large audience and became a reference on the eyewear market.